A Behavior Design Studio
Unlock behavior to build meaningful products.
We embed behavioral science into AI, product, and growth — so the experiences you ship actually change what people do.
Fabric is a behavior design studio.
— since 2014, working out of Helsinki.
Successful digital adoption changes what users do. Too often, that shift is hoped for rather than designed. Fabric closes that gap by working hands-on with product teams to embed behavioral science into digital experiences.
We work intimately with data and analytics — interpreting, synthesizing, and designing for data products — so the behavioral edge we bring is grounded in signal, not opinion.
We find and bridge crucial links between technology and user behavior — to unlock opportunities for meaning, retention, and honest monetisation.
Who we help
Fabric works best with teams whose success depends on changing behavior — adoption, retention, trust, conversion, habit, judgment, or use.
Product teams trying to move behavior
For teams where onboarding, activation, retention, conversion, or engagement is not moving clearly enough.
Organizations trying to make AI adoption stick
For teams rolling out AI tools or systems where trust, resistance, workflow fit, and actual use are the real blockers.
Teams building agentic products
For product teams designing AI systems that interpret intent, make suggestions, ask permission, and act on behalf of users.
Public-interest teams dealing with persuasive AI
For civic, policy, and social-impact teams trying to understand how AI shapes attention, belief, judgment, and behavior.
Teams building behavior design capability
For product, design, research, and innovation teams that need to think behaviorally by default.
Three places we tend to be most useful.
Our work usually intersects these three. Most engagements blend them — and a working fluency with data and analytics runs through all of them. Pick the entry point that fits where you are now.
AI & Agentic Behavior
Designing how people relate to AI systems — trust, agency, oversight — and how those systems behave back. From assistants to autonomous agents.
AI & Agentic Behavior →
Product & Growth Design
Embedding behavioral science into onboarding, retention, and conversion — without resorting to dark patterns or short-term tricks.
Product & Growth Design →
Behavior Design Upskilling
Teaching product, design, and research teams to think behaviorally — through workshops, cohorts, and embedded coaching.
Behavior Design Upskilling →We've worked with
Corporate
- Microsoft
- Oracle
- Dr. Reddy's / Studio 5B
- SOK Group Finland
- WSP
- Elisa
- Reima
Government / Non-Profit
- Icelandic Tourist Board
- City of Helsinki
- Sitra, the Finnish Innovation Fund
- VTT
- Visit Finland
- Fondia
- Helsinki XR Center
Startup / Incubator
- Jobilla
- Edacy
- The Shortcut, Helsinki
Field notes from the studio.
Essays on behavior, AI, ethics, and the practice of designing for the long run.
Embodied Minds, Narrow Machines
AGI is not imminent. Current systems are advanced narrow intelligences — extraordinary inside their lanes, brittle outside them, and structurally incapable of carrying accountability. That distinction shapes how to build with them.
Read moreHow AI is changing the Attention Tax
AI may finally make ads useful enough to eliminate the Attention Tax. But if advertising becomes too good at predicting what we want, the price may shift from wasted attention to shaped intent.
Read moreWhy Societies Need Positive Persuasion
Persuasion isn't manipulation. It's the connective tissue of a functioning society — and the new front line is product design.
Read moreHave a behavior worth designing?
We work with teams who want behavioral science embedded into their product, not bolted on.